Page 1





8 Foreign Look

In the opinion of Peruvian journalist Veronica Goyzueta, São Paulo is both cosmopolitan and provincial

10 Tips from Local Resident Find out where you can drink a good beer in the city

10 Eduardo Passarelli



12 A Foreign in the Spotlight Steven Bassett, from the Netherlands, who has been in love with Brazil for nine years

14 Pleased to meet you, SP

An overview of the most important Brazilian city and its most important tourist attractions

22 Business


The manager of Endeavor talks about entrepreneurship in Brazil

26 Gourmet 30

Shopping Guide Book

Indications of where you can buy clothes, accessories, furniture and a lot more

Caio Pimenta / SP Turis

Guide Book Suggestions of restaurants, bars, cafés, and where you can find typical Brazilian delicacies

Ibirapuera Park PRESS IMAGE

32 Entertainment

Guide Book Circus and street markets to enjoy with your family, and bookshops

33 Nooks and Crannies

Guide Book A bar that looks just like a church, a small hamlet, and a beach hidden away in Guarujá

34 Business Trade Fairs

Here we present the most important events to be held in August

35 Useful Information

Traffic laws have got tougher in Brazil, so watch out! How to make telephone calls in Brazil, and telephone numbers you may need




Brazilian Way

Contact information for hospitals, divided by region

Tubaina Bar

The process to obtain a Brazilian work permit has speeded up

Collage “São Paulo + New York” from the Synchronicity series by Antovani di Barros




One kiss or two? Greet people without going wrong, with the tips given by our specialist

41 News 42 Brazilian Art 4

Luiz Guilherme Manzano



MAGAZINE INFORMATION Hugmag is a publication produced and published by Luxcom Comunicação Estratégica Ltda. Rua Itapeva, 574, suite 21A, Bela Vista – São Paulo/SP, Postcode 01332-000 Tel.:+55 11 2384-2325

Pleased to meet you! We are Hugmag SP, a magazine which has been made especially for you, a citizen of the world who is in Brazil on business or for tourism. We who live in São Paulo and who are in love with this complex city know just how difficult it can be to understand the city’s dynamics and live here, even if only for a few days. For this reason, we have created Hugmag, which is a city guide including general information, services, culture and entertainment, to help you to get the most out of one of the most exciting cities in the world. In this first issue, we shall briefly introduce you to São Paulo, so you can know your bearings. This issue is packed with information about services, how to get work permits for foreigners through the Internet, and also the anti-drink law for you to be in the know! While on the subject of booze, a local resident shows where you can have a good beer. Have you come to do business? Don’t miss the interview with the manager of Endeavor in Brazil, who talks about the peculiarities of local entrepreneurship, as well as a calendar of trade fairs and many other interesting things. We hope you like this first chapter of a great story that we intend to pen, together with you. For this reason, we invite you to please send us your impressions and suggestions and also enjoy the best São Paulo has to offer, together with Hugmag!

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Circulation: 10 thousand copies The reproduction of the content of Hugmag SP, whether in full or in part, is not allowed, unless prior authorisation has been granted. Cover Image: Caio Pimenta / SP Turis

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Daniela Ferreira Vieira Head Journalist






Foreign Look

Cosmopolitan and provincial This is SP as seen by Veronica Goyzueta from Peru



Some 16 years ago, Veronica Goyzueta, originally from Peru, chose to live in Brazil. The federal capital was her first stop, and there she read Journalism at the University of Brasília (UnB). After that, she moved to São Paulo for her work, and never left the city again. Here she works as a journalist and also is at the helm. of the Tubaína Bar, which is one of the busiest points of the city and which bears the name of a traditional Brazilian drink. The Tubaína Bar is the first bar to be certified with the Sustainable Restaurant Seal in São Paulo. At this bar, all the furniture is reused and is in the retro style, leading back to a climate of nostalgia for childhood flavours, flavoured by tubaínas, this being a term coined by drinks manufacturers of the interior of the state at the start of the 20th Century as a name for soft drinks of tutti-frutti flavour. Veronica’s passion for São Paulo is shown by the time she has remained here and, more importantly, due to the fact that she wishes to establish her roots here and construct a bar which is totally based on local culture. However, Veronica remembers that at the beginning it was difficult to settle. “The city is highly cosmopolitan and a bit difficult to understand. When you limit yourself to the city centre, you have no idea how big the city is. I think I only realised two years after I arrived, that the North Zone and the East Zone are also well-developed



areas, as in most cities you have a developed city centre and the undeveloped outskirts. The regions of São Paulo were not that much like outskirts, or better, they were not real outskirts. They are outskirts, but not according to the view of outskirts that we have. This attracted my attention, the fact that I could come to these regions with enormous buildings and regional commerce which is just the same. One of the things I started to understand, hence starting to like the city, is that fact that even though the city is huge it has a district air about it, making it provincial”, she explains. “So, even though São Paulo is a cosmopolitan city, you still live in your neighbourhood, know your newsagent, the baker near your home”, she adds. When she needs to travel, Veronica likes to use the public transport available in the city. “The Underground is excellent and takes you to several places., Unfortunately we do not have the cover in the whole city, but it is an excellent means of transport”. Talking about travel, Veronica likes to explore the city. “There are places which you must see, like Ibirapuera Park, Avenida Paulista and the city centre”, she says. Indeed, the city centre is one of Veronica’s favourite places. Apart from meeting with her main suppliers, she also likes to visit the historic buildings like the Municipal Theatre. Cosmopolitan and provincial at the same time, this is the São Paulo of Veronica Goyzueta.

Tips from Local Resident

Where to drink a good beer By ANGELA FERREIRA


razilians like their beer, whether at home, with a group of friends at a bar, watching a football match, on the beach, or just as a way of cooling down at the end of the day. Whatever the reason may be, you shall always find a group of people sipping an ice cold beer. There is no shortage of options. In the opinion of Eduardo Passarelli, one of the most important names in the country when beer is the issue: “The market is growing very fast, every single year. Nowadays, we have excellent beers in Brazil. Brazilian microbreweries are producing new blends of beer that have won awards in important contests around the world, and we have more variety as each day goes by”. Mr Passarelli is a sommelier specialised in beer, and has been studying the product for years. He has visited countless breweries, in Brazil and also elsewhere in the world, researching this drink. Apart from being one of the partners of Aconchego Carioca – a bar specialised in beer and food of what is called low gastronomy, in the Jardins region of São Paulo (for further information, please see the Gastronomy Guide, on page 24), he is a judge for appraisals of beers for several magazines, and also the editor of the blog Even though the pilsen segment still pre-



vails in Brazil, premium beers are starting to become more prominent on the national scene. “I think we have creative and highly skilled brewers who are developing good recipes. Nowadays, the distinguishing factor lies in the variety of styles and labels that the consumer can find on the market, which was not the case years ago”, Eduardo comments. For anyone wishing to try national beers, he recommends the Colorado and Amazon labels, which use typical Brazilian ingredients such as panela, coffee, açaí and priprioca. “They show a strong Brazilian national identity and can be found in specialised shops and bars”, he says. For people who cannot go without imported beers, São Paulo has many watering holes that offer the product; among these places, Mr Passarelli recommends: All Black, Empório Alto dos Pinheiros, Cervejoteca, Cerveja Gourmet, Twelve Bistro, of Cão Véio and also, of course, his very own Aconchego Carioca. But just remember one thing: never drink and drive. It is not too much to remind you that, apart from the risk of getting involved in accidents, the Brazilian legislation about drink-driving is now much tougher on those drivers who drink and then go out for a drive

(please see further information in the article: If you drink, don’t drive!, on page 35).


Eduardo Passarelli



Foreign in Focus

In Love with Brazil



hen he moved from Canada, where he was born, to live in London at the age of 19, Steven Bassett never dreamt of visiting Brazil. In the Land of the Queen, Mr Bassett graduated in Foreign Trade with specialisation in sea navigation at the London Institute of International Shipping and Transport, and it was in this field that he worked for many years, until he was transferred to another branch of the company in Rotterdam, in the Netherlands, where he lived for four years. In 2001, when he had been with the company for two years, a work colleague spent her holidays in Brazil and, when the colleague returned she told Mr Bassett that he had to visit the country. “This



seemed quite strange to me, as the news about Brazil was mostly negative things I saw on television: crime, shantytowns and things like that”, he says. However, his friend had a strong argument to coax Mr Bassett into coming to visit Brazil. “She said: there are many beautiful women there!”, Mr Bassett laughs on remembering this fact. The result was that three weeks later Mr Bassett had already bought a package tour with a travel agent, to spend two weeks in Fortaleza. Mr Bassett records that, while going from the airport to the hotel, the guide of the travel agency spoke so much about taking care with this and that, as the city was dangerous, that it was two days before he even left the hotel. “It was terrifying, the things the tour guide said. However, looking at the


“I remember thinking when I came to São Paulo and got to know the city: I can live here!”

Steve Basset

city through the window, I decided to explore a bit”, he says. This was when his passion for Brazil started to blossom. Three months after his first trip to Fortaleza, he decided to come back to the country, but this time he chose the Marvellous City, Rio de Janeiro. This time, however, Mr Bassett decided not to use the services of the travel agent: on his own, he rented an apartment for foreign tourists in the Marvellous City. He also took the opportunity to pass one week in Salvador, where he met a woman from Minas Gerais and started a relationship. During the same trip, he went to São Paulo for two days. “I remember thinking when I came to São Paulo and got to know the city: I can live here!” Mr Bassett also remembers that he was impressed with the São Paulo Underground. “It is very clean and functional”. Between 2001 and 2003, Mr Bassett visited Brazil five times, until he decided to take the plunge and relocate to Brazil, where he finally disembarked in May 2004. On arriving, he started to look for a job and started a relationship with another Brazilian woman, this time from Bahia. As he was used to working with the shipping business and as Salvador was a port city, he thought he would get a job easily. However, things were not like that at all. However, he was told that it would be easier to find a job in São Paulo. Said and done! One month ago, he had a job with NYK Logistics.

Mr Bassett moved to São Paulo, but did not come alone. In September 2004 he got married to his girlfriend from Bahia. The marriage lasted seven years and gave Mr Bassett his first son, Isaac, who was born in February 2010. In 2006, Mr Bassett started working at Marine Claims Handler – where he worked through to July 2012 – and also started to give lessons to Brazilians who wanted to learn English. Currently, Mr Bassett is still teaching English, and is also engaged to yet another Brazilian woman. He says that, apart from his son, many other reasons have prevented him from leaving the city. “I have fallen in love with Brazil, the country is beautiful and the climate is excellent with well-defined seasons. In addition, when compared to Europe, I believe that I have a much better quality of life than I did there”, he says. “Well, of course there are exceptions, such as the violence which is a lot worse here. However, you get used to it and learn a few rules that may help you to prevent small problems”, he adds. For anyone wishing to move to Brazil, Mr Bassett gives some tips: “The ideal situation is to come over already employed and also pay attention to the documents that are necessary for this. In the case of people coming over for a tourist trip, he recommends seeing the city suburbs. “Guarapiranga Lake is an excellent place to get to know, and it is possible to learn how to sail on this lake”.




Pleased to meet you,


Jose Cordeiro/SP Turis


Paulista Avenue




am not led, I lead”. This phrase, written in Latin on the official crest of São Paulo, capital of the state of the same name, well defines the spirit of the most important city in South America. With a total population of over 11 million, the municipality founded in 1554 is now the sixth largest in the world, in population terms, while its metropolitan area is the fourth largest urban concentration in the world. São Paulo, better known as Sampa, is great for its impressive figures, but mainly as it is a city where diversity is encouraged, not just accepted. People from throughout Brazil and foreigners from over 70 countries live here in perfect harmony, turning São Paulo into a true cultural melting pot.

Like us, many other people love the city, while others hate it – either because of its terrible traffic, pollution, social inequality, violence, shantytowns, and other problems which are common to major developing cities. The fact is that it is impossible to remain indifferent in relation to the city. However, if you are here in search of business, culture, leisure and adventure, you have come to the right place! The city has several different options catering to all tastes and all budgets, 24 hours a day. Take a tour of São Paulo with Hugmag SP and discover the best of the city. Ah, and do not forget to share your impressions with us, by sending an e-mail or a message through the social networks. Welcome, and enjoy the city that never sleeps”



A bit of history

Alexandre Diniz/SP Turis


When the city arose on a hill between the Tamanduateí and Anhangabaú rivers, it would have been impossible to predict the future of what was then Piratininga Village. At the place where two Jesuit priests celebrated a mass on 25 January 1554, St Paul’s saint day, always marking the anniversary of the city baptised in honour of the Catholic Saint, all that remains is the school, built years later. If you like history, we recommend a stroll around the downtown area. São Paulo then grew, and was the seat of political and social revolutions that marked Brazilian history. During the coffee boom of the 19th Century, the greatest producers of the country set up in the region. Then came industrialisation, which attracted immigrants from all over the world, which at that time was suffering the effects of the crisis resulting from the First World War. This was how São Paulo, now 459 years old, developed and became the mainstay of the Brazilian economy and one of the 20 most influential cities worldwide.




Some tourist attractions São Paulo has many tourist attractions. It is impossible to show them all here, so we have selected some places you would surely like to visit

São Paulo Art Museum (Masp) Right on Paulista Avenue, one of the city’s most famous tourist spots, the Masp, São Paulo’s largest and best known museum, has a collection of over 8 thousand items, and also welcomes the most important art exhibitions of the world. With its impressive architecture – its beam was, for decades, the largest in Latin America, as museum receives an average of 50 thousand visitors per month. A nice tip is to take a few minutes to sit on the beam of the building and observe the hustle and bustle of Paulista Avenue and the people that make their way along this street: from well-dressed executives, to skaters and demonstrators in defence of varied (and often strange) causes and ideologies, and also visit the antiques market right there, on Sundays. On the other side of the street, we have the entrance to Trianon Park (open every day from 6 a.m. to 6 p.m.), a real oasis to where one can escape, in the middle of the day, to flirt, read or just take a leisurely stroll. Also on Sundays, near the Paulista entrance, there is a handicrafts and food fair, also held on Tuesdays with less stalls. PAvenida Paulista, 1578 – Bela Vista

From Tuesday to Sunday: 10 a.m. to 6 p.m. (ticket office open until 5:30 p.m.) On Thursdays: 10 a.m. to 8 p.m. (ticket office open until 7:30 p.m.). q+ 55 11 3251-5644 / Fax: + 55 11 3284-0574 Admission: R$ 15.00 Free on Tuesdays. (site in Portuguese only) Underground: Trianon-Masp Station – Green Line

Museum of the Portuguese Language With so much technology and interactivity, the Museum of the Portuguese Language does not even look like a museum, even installed in an old building like the Luz Railway Station. This location, which opened in 2006, has welcomed nearly three million people in its fixed and temporary exhibitions which involve the history, the complexities and mannerisms of the Portuguese language, presented in a simple and enjoyable way. As you enter you see the “Language Tree”, a sculpture formed with words that gave rise to Portuguese. The highlight is the Alley of Words (Beco das Palavras), one of the most interactive parts of the permanent exhibition, where visitors have fun moving pictures of parts of words projected onto a table. A visit is always different and inspiring. If you wish to get familiar with our language, this is what we recommend. PPraça da Luz, s/nº - Centro

Tuesday to Sunday, 10 a.m. to 6 p.m. Admission: R$ 6.00 Admittance free on Saturdays Half fare for students. Children up to 10 years old, and also the chronologically advantaged (over 60 years old), with proof of status, have free admission. q+ 55 11 3326-0775 (site in Portuguese only) Underground: Luz Station (Blue and Yellow Lines)



Special Pinacothèque This is the oldest art museum in São Paulo, with a collection of nine thousand items around a building with incredible architecture. A visit is outstanding from the start, in the museum lobby, with the charming style of the building which hoses over 30 exhibitions per year. The environment is very rich, and you can’t take two steps without seeing an exquisite sculpture or an exhibition of some famed artist. Some of the temporary exhibitions of the Pinacothèque are shown in the building on General Osório Avenue, in the Estação Pinacoteca (Pinacothèque Station), open since 2004. The same site houses the São Paulo Resistance Museum, dedicated to preservation of the political history of repression in Republican Brazil. The signposting at the museums has an English version, and helpful employees are always willing to help you. The Pinacothèque and the Estação Pinacoteca also have a library, collections of documents about history of Brazilian Art, and a site for restoration and preservation of the exhibits of their collections. The visit is worth every second. PPraça da Luz, 2 – Centro

Caio Pimenta/SP Turis

Tuesday to Sunday, from 10 a.m. to 5:30 p.m., with visitors able to stay until 6 p.m. On Thursdays, up to 10 p.m.; free from 6 p.m. to 10 p.m. Admission: R$ 6.00

Football Museum 18


Free of charge on Thursdays after 6 p.m. and on Saturdays. Half fare for students. Children up to 10 years old, and also the chronologically advantaged (over 60 years old), with proof of status, have free admission. q+ 55 11 3324-1000 (site in Portuguese only) Estação Pinacoteca PLargo General Osório, 66 q+ 55 11 3335-4990 São Paulo Resistance Memorial PLargo General Osório, 66 q+ 55 11 3335-4990 Underground: Luz Station – Blue and Yellow Lines

Football Museum You have probably never been welcomed by someone so important, in a museum. In this temple of football, the welcome in Portuguese, English and Spanish is given by Pelé, the Athlete of the Century and King of Football, himself. The collection consists largely of donations of relics of sport, donated by common citizens and football enthusiasts. For those who like football, for those who are not that keen, or for the curious, the Football Museum is an excellent day out and you also have the chance to see one of the most beautiful stadiums in São Paulo, which is the Paulo Machado de Carvalho Municipal Stadium, known

as Pacaembu, or Paca for short, which houses the museum below its stands. After the visit, if you go on a Tuesday or a Thursday, drop by at the Pastel da Maria stall, which for years has produced the best pastéis (Brazilian deep-fried pasties with filling) in São Paulo, and which remains open until 2 p.m. at Praça Charles Miller, right in front of the stadium. PPraça Charles Miller, S/N Paulo Machado de Carvalho Municipal Stadium Tuesday to Sunday, 9 a.m. to 5 p.m. Admission: R$ 6.00 Free on Thursdays Half fare for students and also for the chronologically advantaged (over 60 years old), with proof of status. Free admission for children up to 7 years old, and also for the differently abled plus a companion. q+ 55 11 3664-3848 (site in Portuguese only) Underground: Clínicas Station, Green Line

Ibirapuera Park Designed by Oscar Niemeyer, Brazil’s greatest architect ever. Ibirapuera Park even has a University within its total area of 1.584 km2. This is an outing that could take all day, with a visit to the Oca (the name of a typical dwelling of Native Brazilians), going to the different events in the Park’s Pavillion and Auditorium, feeding the geese in the lake, appreciate the dancing fountains and visiting the Professor Aristotle Planetarium, this location offering these and other activities. Do you like jogging, skating or cycling? There you shall find many others who like these and other sports. PAv. Pedro Álvares Cabral and Gate 7

Av. República do Líbano Gate opening hours: 02, 03, 05 and 10, from 5 a.m. to midnight; 04, 06 e 09, from 5 a.m. to 10 p.m.; 07, 08 and 09A, from 6 a.m. to 8 p.m.; 07A from 7 a.m. to 5 p.m. Free q+ 55 11 5574 – 5177 or (sites in Portuguese only)

Municipal Market A reference in terms of flavours, smells and colours, the Municipal Market receives some 350 tonnes of merchandise a day, including fruit and vegetables, cheese, chocolates, meat and fish, seafood, condiments and other delicacies. This Market takes up an area of over 12 thousand m2 in the Old Centre of the city. The prices are not the best but quality is excellent. Go there and make sure of your lunch, as the most famous mortadella sandwich in São Paulo is at Bar do Mané. There is also the delicious codfish pastel at the Hocca Bar, and other bar food. Visiting the Market is also good for the eyes! Designed by architect Francisco Ramos de Azevedo, the market was opened on 25 January 1933. If you have the courage, risk a trip to Rua 25 de Março and surrounding streets, which make up the largest hub of popular commerce in the city. PRua da Cantareira, 306

Centro (near Dom Pedro II Park) Opening hours: Monday to Saturday 6 a.m. to 6 p.m., Sundays and holidays from 6 a.m. to 4 p.m. Closes for maintenance on the last Sunday of every month. Free q+ 55 11 3326-6664 (site with English and Spanish versions) Underground: São Bento (Blue Line) or Luz (Blue or Yellow Line)

Soundtrack Get into the swing of São Paulo, listening to three songs that bring out the heart and soul of the city : Sampa (Caetano Veloso), Trem das Onze (Demônios da Garoa) e Não existe amor em SP (Crioulo)



Caio Silveira/SP Turis

Jose Cordeiro/SP Turis

Caio Pimenta/SP Turis


Culture and Leisure

The Car Exhibition, the SP Fashion Week, the Brazilian Grand Prix, the International Cinema Show, the Book Biennial. These are just some of the major national and international events which São Paulo hosts every year. The city is the most famous cultural centre in Latin America, and boasts more than 160 theatres, 110 museums, 260 exhibition rooms in 55 cinemas, and 40 cultural centres. Between January and May 2012, according to the Municipal Secretariat for Culture, over 3 million Brazilian Reais were invested in the promotion of activities and events in the city. The city’s cultural life is responsible for 38% of all visits for tourism. Unmissable events like watching a concert at the Sala São Paulo, paying a visit to the Pinacothèque, dropping by at the Portuguese Language Museum (excellent to gain better understanding of our language) or a visit to the Rock Gallery are unmissable feelings that the city has to offer, even with tour guides. Many of the main tours in the city are easily accessible by Underground, which means that everyone can see the city’s main sights without having to face the congested traffic or pay an arm and a leg for a taxi.


It’s not easy to choose what to eat in São Paulo. The city has the best and the most famous restaurants in Brazil, including D.O.M., of chef Alex Atala, considered the sixth best in the world by the British “Restaurant” magazine, and also the famous bar



snacks of the so-called low gastronomy. In Sampa, you can eat all dishes of Brazilian cuisine, such as Brazilian gaúcho barbecue, buchada de bode (Brazilian haggis, made from goat’s meat), moquecas de peixe (fish with a sauce made from coconut milk and dendê oil), Brazilian bean stew (feijoada), tutu de feijão (a typical thick bean dish from Minas Gerais) and a lot more.


If you can and want to pay for extreme sophistication and comfort, São Paulo has the best there is, from trivial services to aircraft – the city has the largest fleet of helicopters in the world. It is estimated that the luxury market comes to some R$ 20 billion in Brazil, and São Paulo is responsible for a large chunk of this. The city has some upmarket hotels, designer shops, jewellery shops, dealerships of imported car marques, restaurants sporting haute cuisine by internationally famous chefs, and exclusive clubs, maybe along prestigious streets like Rua Oscar Freire and Av. Europa. This, not to mention elite shopping centres like the Iguatemi, JK and Cidade Jardim. After you have shopped until you drop, you can decide to relax in one of several luxury spas that São Paulo hides away. If resting is not your dream, party the night away in one of the best nightclubs in town. Some of them have exclusive clubs for members and tickets costing more than R$ 500.00. As you can see, in São Paulo the sky’s the limit when it comes to consumption.

Economy and Business São Paulo is responsible for 18% of Brazil’s GDP, and if it was a country of its own, it would be one of the 50 largest economies of the world.

864 thousand credit 900

weekly street markets (feiras livres)

card transactions per day


thousand industrial firms

38% of the

1,931 bank branches

100 largest national private groups


of international groups established in Brazil

5 thousand

17 of the 20

pet shops

largest banks

4 thousand

São Paulo also has


59 specialised

shopping streets, in over 51 segments


240 thousand shops 79 shopping centres São Silvestre Race which

South America’s largest stock exchange –

The Commodities and Futures


Market, which is the sixth largest in the world by business volume

The annual

attracts an average of 15 thousand runners from around the world, representing some 20 countries. Consumption

Gay Pride Parade The largest

in the world

The most important hospital complex of Latin America, which is the

Clínicas Hospital

Latin America’s largest shopping centre – the

Aricanduva Commercial Centre with 500 shops

Total service charge (ISS) in 2009: R$ 125.1 million HUGMAG.COM.BR



A SPECIALIST GIVES TIPS ON DOING BUSINESS IN BRAZIL Luiz Guilherme Manzano, from Endeavor, says that understanding the local culture and also the local tax and labour legislation are essential for anyone wishing to take full advantage of the country’s favourable economic situation By ANGELA FERREIRA


ão Paulo is known as the financial heart of the country and, within a global scenario in which Brazil stands out more and more, it is important to understand just how the local economy works and also how the local entrepreneurs think. In this context the company Endeavor has made an important contribution towards the promotion of highimpact entrepreneurial culture and helping to turn Brazil into a global reference benchmark for entrepreneurship. In Brazil since June 2000, this entity seeks entrepreneurs who have stirred up revolutions in their respective markets, giving them financial support while also publicising their success stories, to inspire new generations of businesspeople. “Our main focus comprises those businesspeople who think big, see opportunity knocking, and also like



innovation without losing their ethical principles, to be able to add value to society at large”, says Luiz Guilherme Manzano, the Entrepreneur Search and Selection Manager at Endeavor. Currently, this organisation supports 56 companies and 11 businesspeople in Brazil. In 2001, the annual turnover of the Endeavor portfolio came to BRL 2.4 billion and in addition, taken together, these companies have generated over 14,500 jobs. Endeavor Brazil represents 20% of the economic impact (employment and income), generated from only 10% of the companies of the global portfolio. Their joint turnovers had an average annual rate of growth of 42% per annum. “We believe that highlevel entrepreneurship is the way forward, to make Brazil a country with more opportunities and a better place to live”, Mr Manzano says. Please follow the interview below, with the Endeavor manager, where other tips are given:

Luiz Guilherme Manzano

“Our main focus comprises those businesspeople who think big, see opportunity knocking, and also like innovation without losing their ethical principles, to be able to add value to society at large�





Hugmag: What is the profile of Brazilian entrepreneurs, especially those in São Paulo? Luiz Manzano: The profile of the entrepreneur may vary widely, but as a rule they are people who are moved forward by a feeling of constant dissatisfaction. They always believe that things could be done in a better way, and are always on a quest to solve problems, create new solutions, and do not think twice when they have get down to the grindstone and execute their ideas.

country’s colonisation and development, Brazil has always welcomed people from all over the world. This ethnic and cultural mix means that Brazil has a unique culture, influenced by many others, meaning the need for some understanding of people’s paradigms, motivations and desires. If we have a fascinating culture and amazing people, on the other hand we have a legislation that in many ways is still lagging behind, and which ends up becoming a major bottleneck which blocks the growth of the country. Understanding of this fact is also of paramount importance for anyone wishing to be successful over here.

Hugmag: In your opinion, is there any difference between entrepreneurs in São Hugmag: In your opinion, what are the Paulo and those in the rest of the councity’s main strong points? try? Luiz Manzano: The main advantage of the Luiz Manzano: Businesspeople in São Paulo, as also those of the other states of the South and Southeast regions, on the whole have more opportunities and are also better prepared, due to the better economic condition of the states and also the greater supply of good teaching institutions. However, in these regions, and particularly in São Paulo, competition is also a lot tougher, meaning that there is a requirement for a higher degree of innovation and even better quality.

Hugmag: What must people understand to do business in Brazil and/or with Brazilians? Luiz Manzano: It is necessary to have a deep understanding of the local culture and legislation, especially in the labour and tax areas. During the



city of São Paulo is its position as the most important business hub of the whole of Latin America. About 12% of the National Gross Domestic Product (GDP) is produced in this bustling city which is also home to 38% of the hundred largest Brazilian companies. Many of the largest international events and major trade fairs come to São Paulo every year. Together with a lot of economic strength, the capital of the State of São Paulo is also home to several of the country’s main Universities, meaning that São Paulo is an economic, cultural and creative hub. As the richest municipality in the whole country, São Paulo is now at the forefront of the introduction of the new middle classes to the habits of consumption, involving everything from basic items, such as domestic appliances, through to private education and tourism. Based on this privileged

Endeavor in Figures:

position, the City Hall has just set up a development agency, also for attraction of new investments and new business ventures to the city, known as SP Negócios e Parcerias (SP Business and Partnerships), to make the entry of foreign companies and foreign capital easier, as this is where operations invariably start.

Hugmag: What tips would you give to businesspeople wanting to do business here in Brazil? Luiz Manzano: Brazil is going through a period of significant economic and social change. It is not possible to understand the country through books and articles alone, and it is necessary to be aware of all facets of Brazilian culture, from the most modern of business centres to the poorest of Brazilian slums, to fully gain this understanding. It is highly recommended that you seek the advice of labour and tax specialists before you come over here. Without the necessary guidance, it is easy to do something wrong which could even jeopardise the development of your business venture. In spite of the recent advances and even as a result of such advances, there are still many untapped opportunities in basic areas such as education and health, and also in more sophisticated types of consumption, experiences and luxury articles. Due to the political and economic stability that has been achieved over the last twenty years, now is an excellent time for the country to receive new investments, create innovative business activities, and also to attract the largest companies in the world that have not yet arrived on these shores.

• Supports 443 companies and 708 entrepreneurs in 17 different countries. • Has six offices in Brazil: São Paulo, Rio de Janeiro, Belo Horizonte, Recife, Curitiba and Porto Alegre. • The main partners of the organisation are names such as Itaú BBA, Visa, Santander, Insper, Ernst & Young Terco, Dell, Sebrae, Oi, the Firjan System, Natura, BID and the Máquina PR Group. • A total of 200 thousand employment posts have been created since the institution was first founded; • In 2011, the combined turnover of the portfolio companies came to 5 billion US Dollars, while the annual turnover of Brazilian entrepreneurs came to BRL 2.4 billion. They have generated over 14,500 jobs. • The average growth of turnover among the Endeavor ventures in Brazil is between 40% and 50% per annum. • In Brazil, the entity supports 56 companies and 115 entrepreneurs. • Types of activity pursued by Endeavor Brasil entrepreneurs: IT - 28%; Consumer Goods - 16%, Health - 9%; Industry - 8%; Services - 6% and Others - 24%. HUGMAG.COM.BR


Capim Santo

Gourmet Guide

Restaurants Arábia

Touches of the regional cuisine of the mountains of the Lebanon are incorporated into traditional Arab cooking, in the composition of the menu as proposed by Arábia. The restaurant is decorated by Felipe Crescenti, in Mediterranean style, and has a model kitchen which is still personally supervised by the owners. PRua Haddock Lobo, 1397 - Jardim Paulista q+ 55 11 3061-2203 (site in Portuguese)

Bráz Pizzaria

Gisele França

One of the city’s most famous pizzerias, this restaurant attracts through its traditionalism and also sophistication. The recipe for the dough weighs exactly 450 grammes and has a diameter of 35 cm, cooked in a wood oven that gets up to 450 degrees. The environment also reflects tradition, with white tiles on the wells, wooden shelves covered with condiments and bottles of wine, and even the clothes used by the waiters are reminiscent of the old cantinas in Brás, the district which was the origin of Italian immigration to São Paulo. PRua Vupabussu, 271 - Pinheiros q+55 11 3037-7975 PRua Sergipe, 406 – Higienópolis q+55 11 3214-3337 PRua Graúna, 125 – Moema q+55 11 5561-1736 (site in Portuguese)

Capim Santo

New interpretations of Brazilian recipes are the strong point of this restaurant. One example of this is the brigadeiro made from lemon grass which, in the invention of head chef Morena Leite, replaces the chocolate presente in the original recipe. Capim santo, or lemon grass in English, is a plant which is native to tropical parts of Asia, which, apart from being edible, ia slao a painkiller, calming agent, antidepressive, diuretic and expectorante. The table lie in a beautiful Garden with Brazilian cherry trees, coconut palms, banana trees and Brazilian grape (jabuticaba) trees. PAlameda Ministro Rocha de Azevedo, 471 – Jardins q+55 11 3068-8486 (site in Portuguese)



Dedicated to Brazilian cuisine, chef Alex Atala prioritises the ingredientes that come from the country, such as paracress, jambu, canjiquinha, palm heart of the pupunha variety and tucupi. It is now considered the sixth best restaurant in the world by the English magazine “Restaurant”. Apart from the sophisticated dishes, at lunch the restaurant often serves a traditional Brazilian dish with rice, beans, kale, farofa (manioc flour) and three types of meat. With all the recente praise from the media, there is a need to make a reservation in advance to taste the dishes from the D.O.M. PRua Barão de Capanema, 549 – Cerqueira César q+ 55 11 3088-0761 (site in Portuguese)




Capim Santo

Fogo de chão

The traditional way of cooking a barbecue, in fire which literally comes from a hole in the floor, baking select cuts of meat, is what stands out in the case of the Fogo de Chão, a traditional churrascaria, or gaúcho style barbecue house, which has been on the market for 30 years and which conquered the Americas and now has branches in the United States as well as in other Brazilian cities, such as Rio de Janeiro and Salvador in Bahia. PAvenida Moreira Guimarães, 964 – Moema q+ 55 11 5506-1795 PAvenida Santo Amaro, 6824 – Santo Amaro q+ 55 11 5524-0500 PAvenida dos Bandeirantes, 538 - Itaim Bibi q+ 55 11 5505-0791 (site in Portuguese and English)

Gisele França

Gopala Hari

Inspired by Indian cuisine, this restaurant offers lacto-vegetarian dishes within a cosy environment. Rua Antônio Carlos, 429 - Consolação Telephone: ++ 55 11 3283-1292 (site in Portuguese and English)

Hideki Famiglia Mancini

Rua Avanhandava is home to several gastronomic points of the Mancini family, like the traditional cantina, a pizzeria and also a fish restaurant. Inspired by European cities, the road was completely refurbished in 2007, bringing new life to São Paulo city centre, honouring the history of the street and also of the city. Based on the concept of traffic calming, the project has used ecological floor surfaces on the pavements, has provided access for the differently abled and also created a new type of landscaping, as well as two fountains, inspired by the traditional Fontana of Italy. PRua Avanhandava, 126 - Bela Vista q+ 55 11 3258-8510 (site in Portuguese)


For over a century, Fasano has been mixing its history with that of the city of São Paulo and, since 2003, the übersophisticated Fasano restaurant, which is on the ground floor of the Fasano Hotel, has continued with its commitment to establçish harmony between the novelties of the palate and the fundamentals of tradition. Rogério Fasano has the responsibility of keeping the unique personality and charm of this restaurant while also seeking excellence in the standard of the restaurant’s cuisine inspired on the exquisite figurine of Milan, the city from where the family came. PRua Vittorio Fasano, 88 – Cerqueira César q+55 11 3062-4000 (service in English and Spanish) (site in Portuguese, English and Spanish)

Specialised in traditional Japanese cuisine, this restaurant has a wide variety of different fish and other delicacies. It offers a lunchtime buffet with all the items (including the sushimis) served to taste, and also some à la carte dishes. PRua dos Pinheiros, 70 - Pinheiros q+55 11 3086.0685 q+55 11 3083.7744 PAvenida dos Imarés, 542 - Moema q+55 11 5049.3324 PRua Treze de Maio, 1050 - Bela Vista q+55 11 3283.1833 (site in Portuguese)


This restaurant offers contemporary cuisine full of Brazilian ingredientes, with a touch of modernity. The main dishes include slightly grilled tuna fish with quinoa, blackcurrant chutney and a froth of ginger and shisso. A simpler version for tasting is served at dinner. The seasonal menu changes at each season of the year. PRua Joaquim Antunes, 210 - Pinheiros q+ 55 11 3085-4148 (site in Portuguese and English)


This is a restaurant offering macrobiotic cuisine, run by Tomio Kikushi. The highlights of this establishment are its vegetable soup and tofu hamburgers. The menu changes every day. This is a vegan alternative to traditional Japanese restaurants. PPraça Carlos Gomes, 60, 1st Floor – Liberdade q+ 55 11 3242-9738




Gourmet Guide

Bars, Cafés and Goodies Aconchego Carioca

Aconchego Carioca

This is the branch of one of the best known places in Rio de Janeiro to imbibe imported beers and also to eat snacks with a difference. This place keeps the recipes of famous cook Kátia Barbosa, who, in honour of São Paulo, has also created cakes of virado à paulista, with crunchy bean mass on the outside, filled with kale, sausage, pork chops and egg. To drink, over 200 types of national and imported beers. PAlameda Jaú, 1,372 – Jardins q+ 55 11 3062-8262 (site under construction)

Bar Brahma

Over threescore years old, this bar pleases its diehard clientes with a traditional menu, raging from bird-style chicken to the classic picanha steak with onions served on stone, also including traditional pastéis and sandwiches. This watering hole also stages shows of traditional Brazilian artists, such as the famous Demônios da Garoa samba group. Avenida São João, 677 – Centro Telephone: ++ 55 11 3367-3600 PAv. Olavo Fontoura, 650 – Santana q+ 55 11 3367-3601 (site in Portuguese)

Aconchego Carioca

Bakery of St Benedict’s Monastery

In the bakery of St Benedict’s Monastery, opened in 1999, one can find jams, cakes, different types of bread, and buiscuits, all made exclusively by the hands of the baker monks. The items in greatest demand are the Laetare cake (made of almonds, cinnamon and lemon), the arracacha breads, and also the St Philip Bread (made with whole wheat, raisins, sultanas and walnuts). PLargo São Bento, S/N – City Centre q+ 55 11 3326-8799 Please check out more addresses at www.padariadomosteiro. (site in Portuguese)

Bella Paulista

This bakery brings together, under one roof, a restaurant, a snack bar, a pizzeria, a bar, a confectionery shop and a convenience store. With a varied menu, this bakery offers quick dishes as well as regular lunch and dinner, not to mention the traditional French roll. Here we highlight the snacks that bear the names of famous neighbourhoods of the city, and also the soup buffet served in winter. Delivery service available all hours. PRua Haddock Lobo, 354 - Cerqueira Cesar q+ 55 11 3214-3347 (site in Portuguese)




The king of all Brazilian sweets, the brigadeiro, here gains new tasty versions in the shop that sells brigadeiros and nothing else. The original chocolate is replaced by other flavours such as fruits and nuts, and also variations with Belgian and bitter chocolate, white chocolate, dulce de leche and even cookies. The shop also has a special kosher range, diet products, and even types that can be eaten with a spoon. PPátio Paulista Shopping Centre – Maestro Cardim Level PRua Treze de Maio, 1947 - Bela Vista Please check out more addresses at (site in Portuguese)

Cachaçaria Paulista

The Brazilian firewater cachaça, a genuinely Brazilian product, has a place specially for its admirers, in Vila Madalena. The Cachaçaria Paulista has 300 different types of this traditional drink, ranging from traditional brands like Seleta, Espírito de Minas, Estação de Minas and Chico Mineiro, through to sweeter fruit-based cachaças, which suit any palate. PRua Mourato Coelho, 593 - Vila Madalena q+ 55 11 3815-4756 (site in Portuguese)



Tubaina Bar

A piece of Ireland right here in São Paulo. The environment is in great demand by football enthusiasts, as the pub is full of televisions scattered around the place. At night, this Irish pub offers live music shows. The menu includes snacks, titbits, meats and assorted portions, all of which can be washed down with wines, imported beers, and other drinks to enliven the night. PAlameda Itú 1529 – Cerqueira Cesar q+ 55 11 3086-0780 (site in Portuguese and English)


The walls are dotted with photos of Rio de Janeiro while, on the floor, special tiles imitate the pavements of Copacabana. The decoration also attracts the attention of the clientes who can taste the bolinho carioca, which is filled with pumpkin and dried meat, or the Fio Maravilha, a famous croquette made of pork meat, and other delicacies that are on the menu at the Pirajá. The creamy draught beer, with a head three fingers thick, is a tradition at this restaurant. PAvenida Brigadeiro Faria Lima, 64 - Pinheiros q+ 55 11 3815-6881 (site in Portuguese)

Tubaina Bar Estadão

On the menu of this famous bar that opens all hours, there is the most traditional pork joint (pernil) sandwich of the city, in three different versions. This restaurant also offere salads, meals, beirutes (a kind of sandwich) and portions, not to mention its famous bean stew, which is a darling of the dawn. PViaduto 9 de Julho, 193 – Centro q+ 55 11 3257-7121 (site in Portuguese)

Made by Nina

A bit of Paris right in the heart of Moema. A variety of godies are available, including cupcakes of Belgian chocolate with a ganache of white chocolate, lemon-flavoured or red-fruit-flavoured macarons and mug cakes (bolos de canecas) are on show in the window. PAvenida Jurucê, 433 - Moema q+55 11 4323-5655 (site in Portuguese)

Octávio Café

The Octávio Café brings together a café and a restaurant on spacious premises including an external area. Apart from the classic options for those who appreciate gourmet coffee, ground on the spot, there are also other options at lunch and dinner, including meat dishes, fish and pasta. PAvenida Brigadeiro Faria Lima, 2.996 – Jardim Paulistano q+ 55 11 3074-0110 (site in Portuguese, English and Spanish)

Soroko Ice-Cream Parlour

Even though the Soroko is not an exclusively vegan ice-cream shop, it does have a wide variety of flavours that do not contain milk or other animal products. The system operates on a self-service system, based on weight, and there are many options for giving the dessert that extra touch, such as vegan condensed milk, granola without honey and a lot of nuts. We also mention the rose-flavoured ice-cream, which is one of the non-vegan options. PRua Augusta, 305 - Consolação q+55 11 3258-8939

The Gourmet Tea

The Gourmet Tea offers over 35 different teas, all in options to be savoured at home or to be bought, in 45-gramme portions. To accompany the tea, special artichoke empadas, small balls of citrus lemon, or artesanal vanilla ice-cream. PRua Mateus Grou 89 – Pinheiros q+55 11 2691-2755 (site in Portuguese)

Tubaina Bar

Tubaína, a very popular drink in Brazil, is the main product here and also gives its name to this bar in the Lower Augusta region of São Paulo. The location has intimista decoration and also several types of this typical Brazilian soft drink. Apart from the soft drink itself, which comes in guaraná, lemon and tuttifrutti flavours, the bar also offers other drinks based on the soft drink, beers, and cocktails. On the menu, there are also several options to take away your hunger. PRua Haddock Lobo, 74 - Consolação q+ 55 11 3129-4930 (service in English and Spanish) (site in Portuguese)



Shopping Guide Shopping Centres Ibirapuera Shopping Centre

Near Ibirapuera Park, a main landmark of the city, and also close to the busiest airport in the country (Congonhas), the Ibirapuera Shopping Centre has become a reference benchmark in the neighbourhood. It offers several shops and products for all tastes and budgets, and has three food courts with different environments. This shopping centre has also set up the Ibirapuera Recycle project, which has reached a total of 36 thousand kilos of recycled aluminium. All recycled materials are commercialised, and the income thus generated is invested in social initiatives of the institutions. PAvenida Ibirapuera, 3103 - Moema q+ 55 11 5095-2300 (site in Portuguese)

JK Iguatemi

The JK Iguatemi is the newest luxury shopping centre in town, and opened in July 2012. The main highlights here are the Brazilian débuts of the Lanvin, Balenciaga, Goyard, Yves Saint Laurent, Balmain, Topshop and Sephora shops, and also a Gucci shop exclusively for men’s articles, the only one of its kind in Brazil. PAvenida Presidente Juscelino Kubitschek, 2041 Vila Olímpia q+ 55 11 3152-6800 q+ 55 11 3152-6809 (service in English and Spanish) (site in English and Portuguese)

Ladies’ Wear and Beachwear Adriana Barra Shop

A hanging Garden covers the walls of a mansion on the corner of Alameda Franca and Rua Haddock Lobo. Opened in 2009, the shop owned by fashion stylist Adriana Barra, brings a bit of her work in each environment. Famous for her patterns, Adriana offers some exclusive items. PAlameda Franca, 1243, Jardim Paulista q+ 55 11 2925-2300 (site in Portuguese)

Água de Coco

In 1095, fashion stylist Liana Thomaz established Água de Coco with one sewing machine, one seamstress, a lot of drive and determination, and a clear objective: that of launching a beachwear brand with undisputable quality. Currently, this beachwear designer label has assured its place on the world fashion scene. In São Paulo, the products of this prestigious brand can be found at two addresses, namely the JK Iguatemi shopping centre and also the upmarket shopping street, Rua Oscar Freire. PRua Oscar Freire, 1181 – Cerqueira César q+ 55 11 55 11 3061-3367 (site in Portuguese)



In all the shops of this large chain, customers find collections which bring out the main trends of the key world fashion centres for daily use, always with a good cost-benefit relationship, one of the distinctions of this company. Currently, the shops also offer products for men and for children. PAvenida Paulista, 1.713 – Bela Vista q+ 55 11 3262-0073 Please check out other addresses at (site in Portuguese)

Men’s Wear Camisaria Colombo Pátio Paulista

Apart from its position next to Paulista Avenue, the city’s main thoroughfare, this shopping centre also has seven Cinemark cinema exhibition rooms, two of which in 3D, and also two cinemas of the Playarte chain. Visited by one and a half million people monthly, this shopping centre offers a diversified mix of fashion, services and leisure. PRua Treze de Maio, 1947, Bela Vista q+ 55 11 3191-1100 (site in Portuguese)



Thanks to the work carried out by three generations, Colombo has become one of the most popular brands of men’s wear in Brazil, with over 200 points of sale in 27 Brazilian States. In the Colombo shops, it is possible to find all the items of men’s fashion at a reasonable price. The proposal of this shop is to meet the needs of the modern man, conveniently, practically and with quality. PRua Augusta, 2334 – Cerqueira César. q+ 55 11 3522-7250 Please check out more addresses at:


Mandi & Co.

With the appearance of a Soho loft, the shops of Mandi & Co present a new concept within Brazilian retail, bringing together, in one same space, the Mandi brand and other partners for men and women who give value to moments of leisure and relaxation in the urban lifestyle. Shopping Bourbon – shop 111 – Pompéia Level PRua Turiassú, 2100 - Barra Funda - São Paulo q+ 55 11 3675-5582 Please check out other addresses at (site in Portuguese)

Vila Romana

This brand now has 37 shops in the main states of the country. The attention to detail, finishing, quality of raw materials, and the use of cutting-edge fabrics have made Vila Romana a reference in the tailoring market. The highlight is the Eccellenza range, which is cut in an artisanal way, using fabric from Italian wool-producing companies. Vila Olímpia Shopping Centre - shops 326/327 PRua Olimpíadas, 360 – Vila Olímpia q+ 55 11 3045 3611 Please check out more addresses at:

Children’s wear and toys BB Básico

Prioritising comfort and liberty, the 100% cotton items of BB Básico are well modelled and also have modern and bright colours. These collections are aimed at babies and children. PRua Normandia, 17 – Moema q+ 55 11 5096-0879 Please check out other addresses at: (site in Portuguese)

D. Tonetti

Clothes for trousseaux, baptisms, maids of honour and page boys, in exclusive collections for babies and children. Good taste and sophistication also for the little ones. PRua Dom Armando Lombardi - 306 - Jardim Guedala (Morumbi) q+ 55 11 3722 1702 Please check out other addresses at: (site in Portuguese)

Pindorama Brinquedos

A toy shop specialised in educational toys, games and art kits, made of wood and fabric. This is retro fun for the kids, without any technology or modernities. PRua Purpurina, 242 – Vila Madalena q+ 55 11 3032-7871 (site in Portuguese)

Accessories and Jewellery Guerreiro

Silver is the most important raw material present in the high-design collections of jewellery, even though the shop also has products in gold. With a unique style, José Carlos Guerreiro produces exclusive, contemporary and innovative items.

PRua Oscar Freire, 727 – Jardim Paulista q+ 3088-8922 (site in Portuguese, French and English)


The collections of this famous Brazilian jewellery shop are inspired in major ballets, symbols and personalities of science, such as Galileo Galilei, or important names in world architecture, such as the Brazilian architect Oscar Niemeyer. Anália Franco Shopping Centre - shops 102 and 103 – Tulip Level PAvenida Regente Feijó 1739 - Vila Regente Feijó q+ 55 11 2672-5257 Please check out other addresses at: (site in Portuguese and English)


Having been at the same address for 45 years, the Plas tailoring company has resisted modernity and brings French cosiness to the city centre. Apart from shirts, waistcoats and ties, and of course the friendliness of the owner, Maurice Plas, the shop also offers hats, berets and caps. PRua Augusta, 724 – City Centre q+ 55 11 3257-9919 (site in Portuguese, French and English)

Decoration A Lot Of

Work of designer Pedro Franco, the A Lot Of shop brings new expectations to those mad about home fashion. In this shop, the concept of experience shows the description of the historical background behind each and every item, a bit of the history behind the design, and also makes possible an interaction and an involvement with his exclusive furniture. PAlameda Gabriel Monteiro Da Silva, 256 Jardim Paulistano q+ 55 11 3068-8891 or 3068-9370 (site in Portuguese)

Cecília Dale

Decorative objects are the strong point of this chain of shops, present at several addresses. Furniture and accessories make up the atmosphere of the shop, in a contemporary style. The shop is always prominent near the end of the year, with its famous Christmas collection. PRua Doutor Melo Alves, 513 - Jardim Paulista q+ 55 11 3372-3900 Please check out other addresses at: (site in Portuguese)


In the large shops of the Tok&Stok chain, one can find everything for home and office, with immediate collection for many items. The partnerships struck up with national and international designers have the main result in products with quality of design at accessible prices. PAvenida Marginal do Tiete, 1250 - Vila Guilherme q+ 55 11 3583-4600 Please check out other addresses at: (site in Portuguese)



Livraria Cultura


Bookshops Bücherstube German Bookshop

Outings The Circus of Dreams

With the show by the title of Quyrey: The Adventure in the Forest, the Circus of Dreams redefines the borders of creativity set by the imagination in a family circus show. With a total duration of 90 minutes, this spectacle tells the story of two children who are transported from their cupboards to the magical and mysterious Quyrey forest; in the Tupi language, this word translates as “courageous”. Together, they face challenges, surpass limits and have fun, as well as learning how to coexist with nature and protect the environment, thereby awakening ecological conscience.

PAvenida Nicolas Boer, 120 – Pompéia q+ 55 11 2076-0087

The Market in Praça Benedito Calixto

Held in the square called Praça Benedito Calixto, this small market which opens on Saturdays is a mixture of an antique shop and a kind of white elephant stall, with dozens of exhibitors selling old toys, restored furniture, rare records and other such items. In the afternoon, between 2:30 and 6:30 p.m., there are shows presenting the chorinho, a type of typical Brazilian music. In a small food court, stalls sell typical Brazilian fayre, such as acarajé, tacacá, buraco quente and of course the traditional Brazilian pastel. In the immediate surroundings, several bars and also some fashion and decoration shops make the outing even more enjoyable and complete.

PPraça Benedito Calixto, 112, Pinheiros



The district of Brooklin is now home to the largest German bookshop in Brazil. At the Bücherstube there is a collection of 16 thousand titles, ranging from works of literature to books for learning, including children’s books and other titles for easy reading. The bookshop also has a wide variety of stationery and presents, all imported from Germany, laden with culture and style, not to mention the traditional and delicious sweet goodies from this European country.

PRua Bernardino De Campos, 215 – Brooklin q+ 55 11 5044-3735 (site in Portuguese and German

Livraria Cultura

The Livraria Cultura outlet on Paulista Avenue has over three million titles, organised by genre, style or language, in an enormous room with plenty of space to browse through books and also a café. There is also a wide variety of national and imported magazines, CDs and DVDs.

PAvenida Paulista, 2073 - Bela Vista q+ 55 11 3170-4033 (site in Portuguese)

Livraria da Vila

At the very heart of Vila Madalena, the bohemian district of São Paulo, the Livraria da Vila stands out for the architectural style of its outlets and also the cultural activities which are held in its auditoriums, including lectures, courses, debates, pocket shows and storytelling, and also autograph sessions.

PRua Fradique Coutinho, 915 - Vila Madalena q+ 55 11 3814-5811 (site in Portuguese)




Karina Del Monte and Pedro Schiavon LUGARZINHO - Real finds in São Paulo and surroundings PHOTOS: PRESS IMAGE


Templo is one of those things that only happen in Brazil, as the mixture of samba and themes of several different religions would cause confusion anywhere else. Its fun menu includes Brazilian dishes with names such as Macumba, Illicitude and Redemption of Sins. This is a place to dance and have fun, a place where all gods bless their children who get together to enjoy the good things in life.

Sangava Beach

Sangava is a small paradise of a beach in Guarujá, and the best way to get there is taking the boat that leaves from Santos and goes to Góes Brach. After a long and attractive trail, one arrives at the beach, calm and with clear waters, excellent for diving. On returning, it is worth stopping at one of the small watering holes operated by fisherpeople in the neighbouring beach and savour dishes based on fish, squid, crab and prawns, all locally obtained.

Estação Marupiara

The word Marupiara means “what makes you happy” in Tupi-Guarani, a Native Brazilian language. The delicious house, full of gardens, is hidden in an attractive cul-de-sac near Campinas. The menu here is inspired by Brazilian ingredients such as the Aruanã, a fish from the Amazon region that is served with shrimp moquequinha and coconut crunchies, and goes down well with a caipirinha made from vodka, pineapple, grapes and marjoram. To find out more about these and other incredible places, please access the site: www.



Business Fairs and Events São Paulo is known as the city that never sleeps. It is the financial heart of Brazil, and hence many business fairs and events are held in the city, which is an excellent opportunity for people wishing to do business in the country. Below, we present some of the main events to be held here in August and September. CPhI South America

mental Preservation

06/08/2013 to 08/08/2013 Expo Center Norte PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

13/08/2013 to 15/08/2013 Expo Center Norte – Yellow Pavilion PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

Promotional Marketing Fair

International Trade Fair of Meat Industry Technology

06/08/2013 to 08/08/2013 Transamérica Expo Center PAvenida Dr Mário Vilas Boas Rodrigues, 387 - Santo Amaro q+ 55 11 5643-3000

13/08/2013 to 15/08/2013 Imigrantes Exhibition Centre PRodovia dos Imigrantes Km 1.5 São Paulo q+ 55 11 5067-6767

Food Ingredients South America 06/08/2013 to 08/08/2013 Expo Center Norte PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

Brasil Móveis – International Furniture Fair 06/08/2013 to 09/08/2013 Anhembi Exhibition Hall PAvenida Olavo Fontoura, 1209 Santana q+ 55 11 2226-0400

Fenabrave Congress and ExpoFenabrave 07/08/2013 to 09/08/2013 Expo Center Norte Rua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

International Scientific Aesthetic Congress 08/08/2013 to 11/08/2013 Anhembi Convention Centre PAvenida Olavo Fontoura, 1209 Santana q+ 55 11 2226-0400

Trade Fair for Supplies, Equipment and Services for Agribusiness 13/08/2013 to 15/08/2013 Transamérica Expo Center PAvenida Dr Mário Vilas Boas Rodrigues, 387 - Santo Amaro q+ 55 11 5643-3000

Trade Fair of Products and Services for Hygiene, Cleaning and Environ-



House & Gift Fair South America 17/08/2013 to 20/08/2013 Expo Center Norte PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

Professional Trade Fair for Textile Articles 18/08/2013 to 21/08/2013 Anhembi Exhibition Centre PAvenida Olavo Fontoura, 1209 Santana q+ 55 11 2226-0400

International Trade Fair for Stationery, Products for Offices and Schools, and Information Technology Dealers 19/08/2013 to 22/08/2013 Anhembi Pavilion PAvenida Olavo Fontoura, 1209 Santana q+ 55 11 2226-0400

Fair for Products and Services for Weddings and Parties

22/08/2013 to 25/08/2013 Iguatemi Shopping Centre PAvenida Brigadeiro Faria Lima, 2232 Jardim Paulistano q+ 55 11 3816-6116

Embedded System Conference Brazil 27/08/2013 to 28/08/2013 Transamérica Expo Center PAvenida Dr Mário Vilas Boas Rodrigues, 387 - Santo Amaro q+ 55 11 5643-3000

Medical Design & Manufacturing Brazil 27/08/2013 to 28/08/2013 Transamérica Expo Center PAvenida Dr Mário Vilas Boas Rodrigues, 387 - Santo Amaro q+ 55 11 5643-3000

Brazilian Poultry Raising Fair and Congress 27/08/2013 to 29/08/2013 Anhembi Pavilion PAvenida Olavo Fontoura, 1209 Santana q+ 55 11 2226-0400

Netcom 2013 – Trade Fair and Congress 27/08/2013 to 29/08/2013 Expo Center Norte, White Pavilion PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

PTX South America

27/08/2013 to 29/08/2013 Transamérica Expo Center PAvenida Dr Mário Vilas Boas Rodrigues, 387 - Santo Amaro q+ 55 11 5643-3000

XI International Fair and Forum of Service Points, Equipment, Convenience Stores and Food Services 27/08/2013 to 29/08/2013 Expo Center Norte PRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

Concrete Show South America

28/08/2013 to 30/08/2013 Imigrantes Exhibition Centre qRodovia dos Imigrantes Km 1.5 São Paulo q+ 55 11 5067-6767

International Image Fair

28/08/2013 to 30/08/2013 Expo Center Norte qRua José Bernardo Pinto, 333 Vila Guilherme q+ 55 11 2224-5900

Useful Information

If you drink,

don’t drive!

Ingrid Joustra/



f you are here on holiday, or even living here, and decide to have a caipirinha or any other drink and then drive away, be careful! In Brazil, from the beginning of this year, the legislation has become much tougher on drivers in this country. This because, with the changes to the Brazilian Highway Code, it is no longer allowed to drive if the driver has ingested any quantity of alcohol, even one can of beer, and for this reason the law has become known to Brazilians as the Lei Seca, or Dry Law. With this new law, checking has also become much stricter: if the police officer reports that the driver shows signs of drunkenness, this is in itself a sufficient reason for a fine to be levied and for the car to be seized. In addition, drivers who refuse to take the breathalyser test can also be punished. According to the text, video or witness proof, as well as “other types of proof acceptable by Law” shall be accepted to prove that the driver is drunk.

Apart from expanding the scope of proof, this text has also doubled the value of the fine to be applied whenever someone is caught drinking under the influence of alcohol or other substances, be they medicines or illicit drugs. The value of the cash penalty as now applied for people caught driving when drunk is BRL 1,195.38, a fine which goes up to BRL 3,900.00 in the case of repeat offenders. Apart from the fine, the guilty party shall also have his or her driving licence confiscated, with suspension of the right to drive for 12 months, as well as seizure of the car, until a qualified driver appears. About 90% of the alcohol ingested is absorbed within one hour, but full elimination takes between six and eight hours, depending on the metabolism of the individual and also the type of drink that has been consumed. In general, distilled drinks, having a greater alcohol concentration, speed up the process of getting drunk and, as a result, the symptoms resulting therefrom. For this reason, the Highway Police recommends that, if the person has been drinking, he or she should wait at least 12 hours before driving. Watch out!



Useful Information BUS STATIONS • Barra Funda – q+ 55 11 3689-9224 Rua Mário de Andrade, 664 - Santa Cecília • Jabaquara – q+ 55 11 3866-1100 Rua Jequitibás, s/nº - Jabaquara

EMERGENCIES • Traffic Accidents q156 • Ambulance


• Fire Brigade


• International telephone calls through the operator q0800

703 2100

• Civil Police


• Military Police


• Deatur Specialised Tourist Police Service Rua da Cantareira, 390 - Centro (Next to the Municipal Market) q+

55 11 3257-4475

• Tietê – q+ 55 11 3866-1100 Avenida Cruzeiro do Sul, 1800 - Santana At the Tietê Bus Station, there is a Tourist Information Centre (CIT), in the Arrivals Hall, open every day from 7 a.m. to 10 p.m.

AIRPORTS • Guarulhos International Airport - GRU (Cumbica) q+ 55 11 6445-2945 Rodovia Hélio Schmidt, s/nº Office opening hours: from 8 a.m. to 5 p.m. Takeoffs and landings: 24 hours a day One Tourist Information Centre (CIT) post is in operation at terminals 1 and 2, in the Arrivals Hall, daily between 6 a.m. to 10 p.m. • Congonhas International Airport - CGH q+ 55 11 5090-9000 Avenida Washington Luís, s/nº Office opening hours: 8 a.m. to 12 noon and 1 p.m. to 5 p.m.

How to make calls Dial 1.The national code for accessing long-distance services (zero) National 2.The code of an operator available in São Paulo long-distance calls 3.The area code of the city called 4.The telephone number you wish to call From São Paulo/SP to Florianópolis/SC (area code 48): Example 0 + operator code + 48 + telephone number

Type of call

Type of call

International calls


Type of call

National long distance reverse-charge calls

Dial 1.The national code for accessing international calls (00) 2.The code of an operator available in São Paulo 3.The access code for the desired country 4.The area code of the desired city 5.The telephone number you wish to call From São Paulo, Brazil to Buenos Aires (area code 1), in Argentina (country code 54): 00 + operator code + 54 + 1 + telephone number

Dial 1.The special dedicated prefix for reverse-charge calls (90) 2.Code of an operator available in São Paulo 3.The area code of the location (without the initial zero) 4.The telephone number you wish to call

Example From São Paulo/SP to Rio de Janeiro/RJ (area code 21): 90 + operator code + 21 + telephone number





Check out the addresses of some hospitals and emergency units, both public and private, in São Paulo. Before you go, we advise you to confirm, either by telephone or through the website, that the hospital offers the medical speciality you seek.

West Zone Brigadeiro Hospital PAvenida Brigadeiro Luís Antonio, 2651 - Jardim Paulista q+ 55 11 3170-6100 Santa Isabel Hospital PRua Dona Veridiana, 311 - Higienópolis q+ 55 11 2176-7700 São Luiz Hospital and Maternity Unit (Itaim Branch) PRua Doutor Alceu de Campos Rodrigues, 95 – Itaim Bibi q+ 55 11 3040-1100

South Zone Albert Einstein Jewish Hospital Avenida Albert Einstein, 627/701 - Morumbi q+ 55 11 3747-1233 Alvorada Hospital Moema Avenida Ministro Gabriel de Resende Passos, 550 - Moema q+ 55 2186 9900 Beneficência Portuguesa Hospital Rua Maestro Cardim,769 - Paraíso q+ 55 11 3505-1000 Dante Pazzanese Hospital Avenida Doutor Dante Pazzanese, 500 - Vila Mariana q+ 55 11 5085-6000

São Camilo Hospital and Maternity Unit PAvenida Pompéia, 432 - Pompéia q+ 55 11 3677-4444

Face Defects Hospital Avenida Moreira Guimarães, 699 - Indianópolis q+ 55 11 5056-0100

USP University Hospital PAvenida Professor Lineu Prestes, 2565 – University Campus q+ 55 11 3091-9200

Heart Hospital Rua Desembargador Eliseu Guilherme, 123 - Paraíso q+ 55 11 3053-6611

Central Zone

Hospital e Maternidade Santa Joana Rua do Paraíso, 432 - Paraíso q+ 55 11 5080-6000

A C Camargo Cancer Hospital PRua Professor Antonio Prudente, 211 - Liberdade q+ 55 11 2189-5000 Children’s Institute PAvenida Doutor Enéas de Carvalho, 647 - Cerqueira César q+ 55 11 3069-8500 Emílio Ribas Hospital PAvenida Doutor Arnaldo, 165 - Cerqueira César q+ 55 11 3062-8966 FMUSP Clinical Hospital PAvenida Doutor Enéas de Carvalho Aguiar, 255 - Cerqueira César q+ 55 11 3069-6000 Heart Institute (Incor) PAvenida Doutor Enéas de Carvalho Aguiar, 44 - Cerqueira César q+ 55 11 3069-5000

Oswaldo Cruz German Hospital Rua João Julião, 331 - Paraíso q+ 55 11 3549-0000 São Camilo Hospital and Maternity Unit (Ipiranga Unit) Rua Pouso Alegre, 01 - Ipiranga q+ 55 11 2066-7000 São Paulo Hospital Rua Napoleão de Barros, 715 - Vila Clementino q+ 55 11 5576-4522 / 5576-4000

East Zone São Luiz Hospital and Maternity Unit (Anália Franco Branch) PRua Francisco Marengo, 1312 - Tatuapé q+ 55 11 3386-1100

North Zone

Sírio Libanês Hospital PRua Dona Adma Jafet, 91 - Bela Vista q+ 55 11 3155-0200

Nipo Brasileiro Hospital PRua Pistóia, 100 - Parque Novo Mundo q+ 55 11 2633-2200

Santa Catarina Hospital PAvenida Paulista, 200 - Bela Vista q+ 55 11 3016-4133

São Camilo Hospital and Maternity Unit (Santana Branch) PRua Voluntários da Pátria, 3.693 - Santana q+ 55 11 2972-8000



Brazilian Way Jaqueline Araujo

is a personal image consultant and also a founding partner of Olhar Estratégia de Imagem. Contact:

30 seconds, and one or two kisses?


ne thousand four hundred keystrokes. This is what I have to introduce myself in this first article of the first issue of Hugmag. Anyone not familiar with the counting of words in articles could think this is almost a tale. Even I, used to translating in laudas (my initial profession was that of translator and interpreter), had forgotten about this. However, this is just enough for you to decide if you wish to await this column in the next issues! A TV commercial lasts 30 seconds, on average. This is how long we take to decide whether a product is worthy of our attention. Fortunately, our open TV, which needs sponsors, differently from cable television, does not operate all hours, at least in Brazil (indeed, if you are visiting Brazil for the first time, life without cable TV here is more difficult). Even so, we are exposed to magazines, newspapers, and the Internet, passively or actively receiving a string of information which is impossible to retain unless it is well filtered. This is what happens to people. The first 30 seconds, when we are introduced to someone, are important in the type of relationship we shall have with this person – or even if we shall any relationship at all with that person. Brazilians, much more than other people, have a fundamental face to face appeal. At this moment, dear reader, you shall already have the opportunity of causing a good impression, showing



your familiarity with the quaint way in which Brazilians greet each other – with kisses! In a social or corporate environment, whether informal or semi-formal, be ready to kiss the woman’s face once or twice when you are introduced to her. In São Paulo, one kiss is enough, while in Rio there are sure to be two. The initiative for this type of greeting always rests with the woman, and may only be a handshake, which is what happens between men (different from Arab countries, here men do not normally kiss each other). And, indeed, even a handshake can say much more than you would think! Curious? Please wait for the next issue to find out more! This shall be my contribution here – to decypher the secrets of non-verbal communication and help it to be your best advertising!



Brazilian Cuisine


PHOTOS: Alberto Ferreira Chagas/


a typically Brazilian sweet Brigadeiro is a kind of sweet that you only find in Brazil. The brigadeiro reigns supreme at birthday parties throughout the country and has recently become more famous because of the chic confectionery shops that only sell the negrinho, as it is known in the state of Rio Grande do Sul. The story goes that the sweet was given this name in 1945 when Brigadier Eduardo Gomes was a candidate for President of Brazil. In exchange for donations for Mr Gomes’ campaign, women would sell sweets, including the sweet made from condensed milk, chocolate and butter, which became known as doce do brigadeiro (the Brigadier’s sweet). We shall never know if this is in fact true. What is indeed true is that you cannot come to Brazil and not try at least one! If you are motivated and want to make brigadeiros at home, here is the recipe:

Ingredients 1 soupspoon margarine or butter 1 tin of condensed milk 4 soupspoons of powdered chocolate 1 packet of granulated chocolate How to prepare • Heat the pan on a medium flame. • Add 1 soupspoon of butter. • Then add all the condensed milk together with the butter. • Next, add 4 soupspoons of powdered chocolate and stir continuously, until it peels off the pan. • Grease a container where the mixture shall be placed, and then roll small balls with your hands, passing the mixture over the granulated chocolate. • If you prefer, there is no need to roll the balls. Enjoy eating the chocolate mass with a spoon!



Anatoliy Babiy /


Government creates a new page for work permits


he Brazilian Ministry for Labour and Jobs (MTE) has been trying to simplify the procedures for foreigners who wish to work in Brazil. For this, a new specific Internet page has been created, where it is possible to check the procedures and the documents that are necessary to obtain authorisation. Through the site, it is also possible to become aware of the legislation, issue payment dockets for individual payment of immigration fees and also check how the process is unfolding. The portal also provides an online guide with step by step instructions to request a work permit, with the full current procedure and also the documentation as necessary. To access the guide, you need to enter the site of the MTE at trab_estrang/trabalho-estrangeiro.htm Another new development is that, from now on, foreigners with a work contract for two years can also request a permanent visa. In the past, only people with a contract for four years could request this visa. To obtain the visa, some documents are necessary, these including the following:

• The candidate shall fill in, and duly sign, a special form, for the conversion of the temporary visa into a permanent; • A notarised copy of the Alien Identity Card; • A notarised copy of all pages of the passport; • Payment of a fee for the request for conversion of a temporary visa into a permanent one; • The Curriculum Vitae of the foreigner; • Declaration of lack of penal convictions, either in Brazil or abroad; • A notarised copy of all pages of the work card (Carteira de Trabalho e Previdência Social – CTPS) of the foreigner; • Work contract for an indefinite period; • A notarised copy of a valid power of attorney, when the Corporation and/or foreign individual is represented by a proxy; • A notarised copy of the work contract which gave rise to the extension, when applicable; • A detailed description of the activities pursued by the foreigner, in the company; • Detailed justifications about why the foreigner shall remain with the company.



Brazilian Art


ANTOVANI DI BARROS Brazilian designer has lived and worked in New York for 4 years before moving to Rome where had base from 2002 to 2012. Started at Accademia Internazionale D’Alta Moda e D’Arte del Costume in 2003 where became fashion designer. Now he is living in Brasil. He seeks inspiration from most of your art work across all coutures and artistic fields. He insists that all kind of design is an art that can help to make a better life to everyone. Contact:





Hugmag #1  

Hugmag SP is a magazine about services and entertainment, aimed at foreigners. Written entirely in English, this magazine is distributed fre...